You can only have one customer. The bulk of your focus and the whole of your branding should be for consumers or business—not both. Understanding your customer—their demographics and psychographics, their wants and needs and pain points—is the foundation of your company. Your product, team, culture, sales, marketing, support, pricing—everything is shaped by that understanding. For the vast majority of businesses, losing sight of the main customer you’re building for is the beginning of the end.
